U.S. patent application number 13/728847 was filed with the patent office on 2014-07-03 for combination of multiple advertisements in an ad slot on a network accessible device.
This patent application is currently assigned to Google Inc.. The applicant listed for this patent is Google Inc.. Invention is credited to Zhenyu Liu, Ping Wu.
Application Number | 20140188611 13/728847 |
Document ID | / |
Family ID | 51018253 |
Filed Date | 2014-07-03 |
United States Patent
Application |
20140188611 |
Kind Code |
A1 |
Wu; Ping ; et al. |
July 3, 2014 |
COMBINATION OF MULTIPLE ADVERTISEMENTS IN AN AD SLOT ON A NETWORK
ACCESSIBLE DEVICE
Abstract
Apparatus and method for managing a combination of multiple
advertisements in an ad slot on a network accessible device. In
accordance with some embodiments, a request is received in a memory
for a mobile advertisement (ad) for display in an ad slot on a
graphical user interface (GUI) of a network accessible device. A
total plural number of ads are selected from a database of
available ads in a memory responsive to a size of the ad slot on
the GUI. A combined ad is rendered that combines the total plural
number of selected ads. The combined ad is transferred for display
in the ad slot.
Inventors: |
Wu; Ping; (Saratoga, CA)
; Liu; Zhenyu; (San Jose, CA) |
|
Applicant: |
Name |
City |
State |
Country |
Type |
Google Inc.; |
|
|
US |
|
|
Assignee: |
Google Inc.
Mountain View
CA
|
Family ID: |
51018253 |
Appl. No.: |
13/728847 |
Filed: |
December 27, 2012 |
Current U.S.
Class: |
705/14.55 ;
705/14.71; 705/14.73 |
Current CPC
Class: |
G06Q 30/0257
20130101 |
Class at
Publication: |
705/14.55 ;
705/14.73; 705/14.71 |
International
Class: |
G06Q 30/02 20120101
G06Q030/02 |
Claims
1. A computer-implemented method comprising: receiving a request in
a memory for a mobile advertisement (ad) for display in an ad slot
on a graphical user interface (GUI) of a network accessible device;
selecting a total plural number of ads from a database of available
ads in a memory responsive to a size of the ad slot on the GUI;
rendering a combined ad that combines the total plural number of
selected ads; and transferring the combined ad for display in said
ad slot.
2. The method of claim 1, in which at least one of the selected ads
is a click to download item, a click to call item, a click to chat
item or a click to purchase item.
3. The method of claim 1, in which the request is generated
responsive to execution of an application on the network accessible
device and the combined ad is displayed during said execution of
the application.
4. The method of claim 1, in which the ads are selected for the
combined ad responsive to device level profile information
transmitted with the request.
5. The method of claim 1, in which the ads are selected for the
combined ad responsive to server level profile information
associated with the device.
6. The method of claim 1, in which the ad slot size is nominally
320 pixels by 50 pixels.
7. The method of claim 1, in which the ad slot size is nominally
640 pixels by 100 pixels.
8. The method of claim 1, in which the ads are selected for the
combined ad by performing a computer-automated auction based on a
cost-to-click value assigned to each ad.
9. The method of claim 1, further comprising generating a landing
page for display on the device GUI responsive to user selection of
the combined ad.
10. The method of claim 9, in which the landing page extends a
plurality of invitations to action by the user for different
combinations of the selected ads in the combined ad established
responsive to user selection of the combined ad.
11. The method of claim 9, in which the combined ad has a plurality
of interactive action portions, one for each of the selected ads,
and a different landing page is displayed responsive to user
selection of different ones of the plurality of interactive action
portions.
12. A computer-implemented method comprising: receiving, from a
network accessible device, a request for an advertisement (ad) to
be displayed in conjunction with an application executing on the
network accessible device; responsive to the request, selecting a
plurality of ads from a database of available ads stored in a
memory in relation to a display size associated with the request;
rendering a combined ad that incorporates the selected plurality of
ads to fit within the display size; generating at least one landing
page adapted for display responsive to user selection of the ad;
and transferring, to the network accessible device, the combined ad
for display thereon.
13. The method of claim 12, in which the request is generated by an
application during execution thereof on the network accessible
device, and the combined ad is displayed during said execution.
14. The method of claim 12, in which the landing page extends a
plurality of invitations to action by the user for different
combinations of the selected ads in the combined ad established
responsive to user selection of the combined ad.
15. The method of claim 12, in which the combined ad has a
plurality of interactive action portions, one for each of the
selected ads, and a different landing page is displayed responsive
to user selection of different ones of the plurality of interactive
action portions.
16. The method of claim 12, in which the ads are selected for the
combined ad by performing a computer-automated auction based on a
cost-to-click value assigned to each ad.
17. The method of claim 12, in which the ads are selected for the
combined ad responsive to device level profile information
transmitted with the request.
18. The method of claim 12, in which the ads are selected for the
combined ad responsive to server level profile information
associated with the device.
19. An apparatus comprising: a processor; and a memory which stores
programming for the processor adapted to, responsive to receipt of
a request from a network accessible device for an advertisement
(ad) to be displayed in conjunction with an application executing
on the network accessible device, perform steps of: selecting a
plurality of ads from a database of available ads stored in a
memory in relation to an ad slot size associated with the request;
rendering a combined ad that incorporates the selected plurality of
ads to fit within the ad slot; generating at least one landing page
adapted for display responsive to user selection of the ad; and
transferring, to the network accessible device, the combined ad for
display thereon.
20. The apparatus of claim 19, in which the request is generated by
an application during execution thereof on the network accessible
device, and the combined ad is adapted for display during said
execution.
21. The apparatus of claim 19, in which the landing page extends a
plurality of invitations to action by the user for different
combinations of the selected ads in the combined ad established
responsive to user selection of the combined ad.
22. The apparatus of claim 19, in which the combined ad has a
plurality of interactive action portions, one for each of the
selected ads, and a different landing page is displayed responsive
to user selection of different ones of the plurality of interactive
action portions.
23. The apparatus of claim 19, in which the ads are selected for
the combined ad by performing a computer-automated auction based on
a cost-to-click value assigned to each ad.
24. The apparatus of claim 19, in which the ads are selected for
the combined ad responsive to profile information associated with
the device.
25. The apparatus of claim 19, in which the ad slot size is
nominally 320 pixels by 50 pixels, and the number of ads displayed
in said slot is at least three.
Description
BACKGROUND
[0001] Mobile applications ("mobile apps") are a class of software
routines executable on various types of portable network accessible
devices such as smart phones, tablets, netbooks, PDAs, smart
televisions, gaming systems, etc. Some mobile applications
("preinstalled apps" or "native apps") are installed into the
device during device manufacturing. Other mobile apps ("user
installed apps" or "downloaded apps") are selectively downloadable
by a user, allowing the user to customize the device based on
personal preferences. User installed mobile apps can take a variety
of forms such as games, communication programs, daily planners,
ebook readers, geopositioning trackers, alert systems, etc.
[0002] Mobile apps are often created by developers and offered for
download through an online source such as an "app store."
Developers may offer mobile apps for free or for a nominal amount,
and rely on other mechanisms such as embedded advertising (e.g.,
"mobile ads") to generate revenue to cover the cost of the mobile
app development.
SUMMARY
[0003] Various embodiments disclosed herein are generally directed
to managing a combination of multiple advertisements in an ad slot
on a network accessible device.
[0004] In accordance with some embodiments, a request is received
in a memory for a mobile advertisement (ad) for display in an ad
slot on a graphical user interface (GUI) of a network accessible
device. A total plural number of ads are selected from a database
of available ads in a memory responsive to a size of the ad slot on
the GUI. A combined ad is rendered that combines the total plural
number of selected ads. The combined ad is transferred for display
in the ad slot.
[0005] These and other features and advantages, which may
characterize various embodiments, can be understood in view of the
following detailed discussion and the accompanying drawings.
BRIEF DESCRIPTION OF THE DRAWINGS
[0006] FIG. 1 provides a functional block representation of a
network based system in accordance with various embodiments.
[0007] FIG. 2 shows aspects of the system of FIG. 1 in accordance
with some embodiments.
[0008] FIG. 3 shows various example factors that may go into the
selection of a combined ad.
[0009] FIG. 4 illustrates different example combined ads in a given
slot size (2, 3 or 4).
[0010] FIG. 5 is a combined landing page in accordance with various
embodiments.
[0011] FIG. 6 is an individual landing page format in accordance
with various embodiments.
[0012] FIG. 7 shows example server-side modules that operate to
render a combined ad.
[0013] FIG. 8 provides a flow chart for a routine illustrative of
steps that may be carried out in accordance with various
embodiments.
DETAILED DESCRIPTION
[0014] The present disclosure generally relates to managing a
combination of multiple advertisements in an ad slot on a network
accessible device, and more particularly to managing the
combination of multiple ads for different mobile apps tailored for
a particular user of a first mobile app.
[0015] It is becoming increasingly common to display interactive
content items, such as advertisements or other sponsored content,
within the context of a currently executing mobile app. Configuring
an application to accept such items may lead to increased revenue
opportunities for the developer of the app.
[0016] Some mobile ads include a creative portion which may involve
text, graphics, images or video files associated with the
advertised service and/or product. Mobile ads displayed in mobile
applications may offer an upgrade to the existing mobile app, or
may offer other mobile apps that are available from the developer.
In addition, the mobile ads may be for third party mobile
applications, products or services not directly associated with the
developer of the mobile app.
[0017] Mobile ads may further have an interactive portion such that
user selection (a "click") of the advertisement will direct the
user to additional information related to the advertisement. The
interactive portion of an ad can take a variety of forms. For
example, advertisements can be configured such that, upon
selection, the user is connected to a linked web page with
additional information, often referred to as a "landing page." Some
advertisements may have forms or fields to "pre-load" searches or
other operations on the landing page associated with the ad.
[0018] Other advertisements may have a "click to call" feature that
enables a user to call (establish a telephonic connection with) the
advertiser directly from the ad via clicking on a virtual button.
Still other advertisements may have a "click to chat" feature that
opens a chat window directly from a virtual link or button on the
advertisement creative to enable the user to chat with a
representative associated with the ad.
[0019] A "click to buy" feature allows users to carry out a
purchase transaction for an advertised product or service.
Similarly, a "click to download" feature can initiate a transaction
that takes the user to an app store to purchase the advertised
app.
[0020] These and other interactive ad formats may present one
advertisement at a time in an advertisement slot. The one
advertisement may not interest the user, such that the user does
not "click" on the advertisement, which may mean the user does not
receive the advertiser's full message, the developer loses a
revenue opportunity, etc. Users may come to ignore the
advertisement slot because the one advertisement routinely does not
spark their interest, and may not follow up and pursue the download
of a new app presented in the advertisement slot.
[0021] Accordingly, various embodiments of the present disclosure
are generally directed to an apparatus and method for managing a
combination of multiple advertisements in an ad slot on a network
accessible device tailored for a particular user of a first mobile
app. As explained below, during the execution of a mobile app, the
user is presented with an interactive content item that presents a
combination of advertisements that invites the user to take action,
such as in the form of a mobile ad. The interactive content item is
configured such that the user can receive a plurality of
advertisements in the ad slot in the existing mobile app.
[0022] This simultaneous presentation of multiple advertisements to
the user may increase the likelihood that at least one of the
advertisements is selected, or "clicked", by the user. This may
increase the chances that the advertiser delivers their full
message to the user, the developer captures a revenue opportunity,
etc.
[0023] These and other features and benefits can be understood
beginning with a review of FIG. 1 which depicts a network based,
dynamic content transfer system 100 constructed and operated in
accordance with various embodiments. The system 100 includes a
number of components including a mobile network accessible device
102 and one or more servers 104. The device 102 and server(s)
communicate over a network 106, such as a wide area network (WAN),
a local area network (LAN), a broadband wireless network, etc.
[0024] The network accessible device 102 can take a variety of
forms, including but not limited to a laptop computer, a tablet, a
smart phone, or some other portable network accessible appliance
adapted to download and execute mobile apps. The device 102 is
shown to include a controller 108, local memory (mem) 110 and a
graphical user interface (GUI) 112. Other components may be
incorporated into the device.
[0025] The controller 108 may be a hardware based or programmable
processor which provides top level control of the device responsive
to inputs supplied by a user of the device via the GUI 112. The
device memory 110 stores information input by the user, programming
and/or control information utilized by the controller 108, and
information transferred to the device over the network 106.
[0026] The GUI 112 may include a keyboard, keypad, mouse, monitor,
touch screen, touch pad, microphone, game controller, and/or other
suitable components to enable human comprehensible interaction with
and/or control of the device. It is contemplated although not
necessarily required that the execution of a downloaded mobile app
from the memory 110 can be executed by user interaction with the
GUI 112, and the resulting execution of the mobile app will display
interactive A/V content on the GUI 112.
[0027] The server 104 can take a variety of forms, and is shown in
FIG. 1 to include a controller 114, server memory (mem) 116, a
mobile apps manager 118, and an ad manager 120. It will be
appreciated that the managers 118, 120 may be realized in hardware,
software and/or firmware, and may reside on the same server or on
distinct servers each having associated controllers and memory
spaces to facilitate intercommunication via the network 106. Thus,
while only a single network accessible device 102, and a single
server 104 are shown in FIG. 1, it will be appreciated that any
number of respective devices and servers can be interconnected and
utilized in accordance with the present disclosure.
[0028] As explained below, a user of the device 102 can access the
server(s) 104 to download a mobile app from the mobile apps manager
118 to local device memory 110. During subsequent execution of the
mobile app, the ad manager 120 may supply one or more mobile ads
(or other interactive content items) responsive to requests for
such by the mobile app.
[0029] FIG. 2 illustrates aspects of the system 100 of FIG. 1 in
accordance with some embodiments. The device memory 110 may be a
contiguous memory space or made up by a single memory device such
as a solid-state memory array or a disc-based memory.
Alternatively, the device memory 110 may represent various memory
devices within the mobile device 102, including such elements as
main memory, a hierarchical cache, I/O data buffers and local
processor (L1-L3) cache. The memory 110 may be volatile,
non-volatile, or a combination of both. The memory stores various
operational modules including native applications (apps) 122, user
downloaded mobile apps 124, application (app) data space 126, and a
download manager 128. Other programming layers, such as a device
operating system, may also be provided as desired.
[0030] The native apps 122 will vary depending on the configuration
of the device 100 and generally represent software routines loaded
onto and supplied with the device by the manufacturer. In some
embodiments, the native apps 122 may include routines such as web
browsers (e.g., Safari, etc.), telephone communication routines,
video/still camera software, weather alert routines, word
processing applications, clock and timing utilities, calculator
displays, interface links to app stores, and so on.
[0031] The mobile apps 124 represent software routines specifically
downloaded by the user for use on the device. The mobile apps can
take a variety of forms including games, communication programs
(e.g., third party email, chat and texting systems, etc.), daily
planners, ebook readers, geopositioning trackers, alert systems,
and so on. Both the native apps 122 and the user downloaded apps
124 may be represented on the GUI 112 (FIG. 1) as icons that are
individually selectable by the user as desired.
[0032] The app data space 126 represents a portion of the local
memory 110 allocated for the storage of control data associated
with the respective execution of the native and downloaded mobile
apps. Segregated data areas may be provided for these respective
types of apps; for example, separate caches, history and cookie
areas may be maintained for the various apps, both by type (native
v. user) and on an individual app basis. Device level data, such as
unique device identification values (e.g., a "device ID") may also
be stored in the app data space 126. Depending on device
configuration, the user may or may not have direct access to the
app data stored in the app data space, and may or may not be able
to delete, alter or overwrite data stored therein.
[0033] The download manager 128 presents a download mechanism that
manages the download of apps and data to the device memory 110.
[0034] The mobile apps manager 118 is shown in FIG. 2 to include a
mobile apps transfer interface block 130 and a mobile apps storage
space 132. Other modules can readily be incorporated. The interface
block 130 generally operates to facilitate data transfers with the
device 100, including the downloading of requested mobile apps from
the storage space 132 and the servicing of requests for data from
the device associated with the execution of the mobile apps. The
mobile apps storage space 132 represents a storage area for a
number of different mobile apps available for download to the
device, such as through an application provider ("app store"). The
mobile apps storage 132 may be provided via a cloud computing and
storage system and may interface with a variety of third party
suppliers of applications to provide the various available mobile
apps.
[0035] The ads manager 120 includes a mobile ads transfer interface
block 134 and an ad database 136. The ad manager 120 generally
operates to receive requests for mobile ads and, in response
thereto, proceeds to select and transfer one or more appropriate
ads from the mobile ad database 136 for display on the local device
102. As before, the ads manager 120 may incorporate a number of
additional modules including cloud computing and storage
capabilities.
[0036] For purposes of providing a concrete example, it is
contemplated in FIG. 2 that a selected mobile app has been selected
for download by the user of the device 102 to the mobile apps
memory block 124. The selection process may be a result of the user
responding to a mobile ad presented in another, previously
downloaded mobile app, or through some other mechanism such as
through one of the native apps. For example, the user may have
requested the download by accessing a link in the native apps to a
particular app store associated with the mobile apps manager
118.
[0037] The successful download of the selected mobile app results
in the display of an associated icon on the GUI 112 of the local
device 102. User selection of the icon commences the execution of
the selected mobile app. User termination of the selected mobile
app may occur by the user selecting an exit button presented within
the display of the selected mobile app, or by user selection of a
power down or exit button on the device. While not limiting, it is
contemplated that the selected mobile app will constitute an
interactive game that involves user manipulation of animated
characters presented on the GUI.
[0038] FIG. 3 shows various example factors that may go into the
selection of N ads for the combined ad, e.g., N is a natural number
greater than 1. A request for advertisement (ad) may be generated
responsive to execution of the selected mobile app on the network
accessible device 102 (FIG. 1). The size of the ad slot may be a
factor used in the selection of the N selected ads.
[0039] The currently executed application may be a factor in the
selection of ads. For example, the category of the selected mobile
app, such as finance, game, map, geopositioning, and etc. could be
used to select the type of advertisement to deliver to the user. Or
the developer of the selected mobile app may choose to make the
user aware of the developer's other mobile apps. Of course, one can
see that any information related to the selected mobile app is used
could be used in the selection process for the N selected ads.
[0040] The ads may be selected for the combined ad responsive to
the device level profile information, such as device
identification, device usage pattern, other apps installed on the
device, app usage patterns, non-personal-identifiable information
about the user such as demographics, geopositioning, and preferred
language, or other suitable information. The device level profile
may be transmitted with the request for advertisement.
[0041] Further, the ads may be selected for the combined ad
responsive to server level profile information, such as server
identification, server usage pattern, or other suitable
information. The server level profile may be associated with the
device.
[0042] These and other suitable selection factors may be input to
an ad selection engine 138 that interacts with the ad database 136
to provide the N selected ads.
[0043] FIG. 4 illustrates different example combined ads 140 in a
given slot size, such as 2, 3 or 4 ads per ad slot. The ad slot
size can be nominally 320 pixels by 50 pixels, 640 pixels by 100
pixels, or other suitable size. The ads (such as "app 1", "app 2",
"app 3", "app 4", etc.) can be scaled, as needed, for display in
the combined ad 140 of the ad slot. The combined ad may have a
plurality of interactive action portions, at least one interactive
action portion for each of the selected ads.
[0044] In addition, one or more of the interactive portions of the
plurality of interactive action portions could be in relation to
combination information that may not applicable if the ads are
displayed individually. For example, the combined ads 140 could
display text related to multiple ads, such as "buy app 1 and app 2,
get 20% discount", "buy app 1, receive app 2 free!"
[0045] It will be noted that the combined ad 140 in FIG. 4 includes
the phrase "Ads by XYZ." While not necessarily required, a
communication to the user such as this may provide the user with
information regarding the sponsor for an app download. Of course,
the combined ads may have more than one sponsor for each individual
ad or the combined ads 140 as a whole.
[0046] The combined ad may be displayed responsive to a request
communication generated by the execution of the selected mobile
app. This request may be directed to the mobile apps manager 118
and forwarded to the ads manager 120, or may be transferred
directly to the ads manager 120 by the device 102. Regardless,
processing of the communication results in the transmission and
display of the combined ad 140 from the ad database 136 (see FIG.
2).
[0047] FIG. 5 shows a combined landing page in accordance with
various embodiments. As previously mentioned, advertisements can be
configured such that, upon selection, the user is connected to a
linked web page with additional information, often referred to as a
"landing page." In addition, some advertisements may have forms or
fields to "pre-load" searches or other operations on the landing
page associated with the ad.
[0048] A cost-to-click value (e.g., $X1, $X2, SX3, and $X4) may be
assigned to each landing page. App 1, app 2, app 3, app 4 may be
assigned a different click-to-cost value in relation to a
presentation order, such as the leftmost position having more value
than the rightmost position, or vice versa depending on language
used on the page, etc. Of course, any relative value system could
be established to set the cost-to-click value in any presentation
order. A landing page may be generated for display on the device
GUI responsive to user selection of the combined ad. The landing
page may extend a plurality of invitations to action by the user
for different combinations of the selected ads in the combined ad
established responsive to user selection of the combined ad.
[0049] Based on appropriate parametric inputs, a combined landing
page may be selected for display through the GUI 112 on the device
102 (see FIG. 1). Each individual app on the combined landing page
may have an associated individual landing page as depicted in FIG.
6 that shows an individual landing page format in accordance with
various embodiments. A different landing page may be displayed
responsive to user selection of different ones of the plurality of
interactive action portions.
[0050] As an example, the user might click one of the interactive
portions in relation to combination information, such that the ads
manager 120 (see FIG. 1) may receive combination information, such
as special Uniform Resource Locator (URL) parameters. The
combination information may enable downloading multiple apps
together with one install click for the multiple apps, for
instance.
[0051] FIG. 7 shows example server-side modules that operate to
render a combined ad. Parametric inputs are provided to a number of
ads selection module 142. The number of ads selection module 142
can determine, based on the pixel size of the ad slot specified by
the ad request, a visually optimal number of mobile app icons to be
shown in the ad slot. For instance, the ad slot size is nominally
320 pixels by 50 pixels, and the number of ads displayed in the ad
slot is at least three.
[0052] The number of ads selection module 142 can interact with the
auction engine 144 to select the ads to be displayed. The ads,
presentation order of the ads for display, or a combination of both
may be selected for the combined ad by performing a
computer-automated auction based on a cost-to-click value assigned
to each ad. At least one of the selected ads may be a click to
download item, a click to call item, a click to chapter item or a
click to purchase item.
[0053] The auction engine 144 can interact with the ad rendering
module 146 to provide the combined ad that will be displayed on the
device 102 (see FIG. 1). Rendering a combined ad incorporates the
selected plurality of ads to fit within the ad slot. The combined
ad may be transferred to the network accessible device and
displayed on the device during execution of the selected
application.
[0054] The auction engine 144 can compute the collective Max_eCPM
(Expected Cost Per Mille) of the ad slot showing N recommended apps
as follows:
Max_eCPM ( multi - app ad slot ) = i = 1 N Max [ \ ? ] eCPM ( App i
) ##EQU00001## with ##EQU00001.2## Max [ \ ? ] eCPM ( App i ) =
MaxCPC ( App i ) .times. pCTR ( App i ) .times.
PositionNormalizationMultiplier ( i ) ##EQU00001.3##
[0055] In the equations above: i is the index of the position of
app icons in the ad slot. In particular, i=1 represents the most
prominent position whereas i=N represents the least prominent
position.
[0056] MaxCPC(App.sub.i) is the max CPC (Cost Per Click) the
advertiser of is willing to pay for an ad click on the app.
[0057] pCTR(App.sub.i) is the predicted CTR (Click Through Rate) of
App.sub.i, i.e., the probability the end user clicks on App.sub.i
to visit its download page in an app store/market, if
hypothetically App.sub.i is displayed in position i=1, i.e., the
most prominent position.
[0058] PositionNormalizationMultiplier(i) is a real number in [0,
1]. It is 1.0 for i=1, i.e., the most prominent position in the ad
slot, and a number less than 1.0 for less prominent positions. This
multiplier captures the relative CTR difference between an i>1
position and the most prominent position, even if the app shown in
this position would have the same CTR had it been shown in the most
prominent position.
[0059] The auction engine 144 can compare the `Max_eCPM(multi-app
ad slot)` against an Max eCPM of other ads in the system, which
either individually fill up the entire ad slot space, or
collectively as a set that takes up the ad slot. If the
`Max_eCPM(multi-app ad slot)` is the largest among all these Max
eCPM values, then the auction system may declare the ad slot with
the combined ad as the final auction winner, and the rendered
combined ad is transferred to the network accessible device.
[0060] Advertisers can be charged for each mobile app in the ad
slot. For example, in a first-price auction model an advertiser
behind App.sub.i is charged with MaxCPC(App.sub.i), i.e., the
advertiser-specified max CPC.
[0061] In another embodiment that uses a second-price auction
model, the advertiser for App.sub.i pays
PaidCPC ( App i ) = MaxCPC ( App i ) .times. AuctionDiscount
##EQU00002## and ##EQU00002.2## AuctionDiscount = Max [ \ ? ] eCPM
( The runner - up ad that lost the auction ) Max [ \ ? ] eCPM ( The
multi - app ad slot , aka , the winner ) ##EQU00002.3##
[0062] In other words, under the second price auction model, the
auction discount between the winner and the runner-up may be evenly
distributed to each advertiser participating in the ad slot with
the combined ad.
[0063] FIG. 8 provides a flow chart for a COMBINED AD GENERATION
routine 200 illustrative of various steps that may be carried out
in accordance with the foregoing discussion.
[0064] At step 202, a request is received in a memory for a mobile
ad for display in an ad slot on the GUI 112 of the network
accessible device 102 (FIGS. 1-2). The request may be received from
the device. The request may be for an advertisement to be displayed
in conjunction with an application executing on the device.
[0065] At step 204, a plural number of ads is selected from a
database of available ads in a memory responsive to factors for
selection of N selected ads. The factors may include request for
ad, ad slot size, currently executed app (such as the selected
mobile app), device level profile info, server level profile info,
or other appropriate factors.
[0066] At step 206, the ads and the ad presentation order may be
selected for the combined ads by performance of a
computer-automated auction based on a cost-to-click value assigned
to each ad. The auction engine provides the combined ad that will
be displayed on the device 102.
[0067] At step 208, the combined ad is rendered to incorporate the
selected plurality of ads to fit within the ad slot. The number of
ads and the size of the ad slot are used to render the combined ads
that are legible and inviting to the user to "click."
[0068] At step 210, one or more landing pages are configured for
the combined ads. The landing pages may extend a plurality of
invitations to action by the user for different combinations of the
selected ads in the combined ad established responsive to selection
of the combined ad. A different landing page is configured for each
of the different ones of the plurality of interactive action
portions for each of the selected ads.
[0069] At step 212, the combined ad is transferred from the server
through the network to the network accessible device.
[0070] At step 214, the combined ad is displayed on the network
accessible device. The user may "click" on the interactive portion
of the ads to select the ad. The user may "click" on the
advertisement by moving a pointer, activating a user button on the
device, tapping on a touch screen, or performing some other
interactive operation via the GUI to signify acceptance.
Alternatively, the user may be given an opportunity to enter
information such as making selections or entering text as part of
the accepted invitation. The appropriate landing page is displayed
responsive to the user selection.
[0071] While the foregoing discussion has contemplated the apps in
the combined ads as an advertisement, such is merely illustrative
and not limiting. The app to take action may take any variety of
forms such as a public service announcement, an advertisement for a
political candidate, an opportunity to contribute to a social
movement or relief fund, a request to sign a petition or other
organized activity, an invitation to comment upon or indicate
approval of the first app in a social network, an offer to purchase
a physical item such as a book or movie tickets, and so on.
[0072] It is to be understood that even though numerous
characteristics and advantages of various embodiments of the
present invention have been set forth in the foregoing description,
together with details of the structure and function of various
embodiments of the invention, this detailed description is
illustrative only, and changes may be made in detail, especially in
matters of structure and arrangements of parts within the
principles of the present invention to the full extent indicated by
the broad general meaning of the terms in which the appended claims
are expressed.
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